패션 브랜드 이미지 포지셔닝의 差異知覺에 關한 硏究

Abstract

The purpose of this study is to investigate any differences in perception of fashion brand positioningbetween a manufacturer and a consumer. So this can provide theoretical suggestions for thedevelopment of brand positioning strategy for fashion brand. For this study, three brands, (MINE,TELEGRAPH, and MICHAA,) were selected by the criteria. The data were collected via a self-administered questionnaire and analysed by the statistical method.The results of investigation were as follows:1. The consumers had good attitudes in the order following: MINE, MICHAA, and TELEGRAPH in thefactors1). In the case of purchasing the goods, the result of the research showed presented that theconsumer had better attitudes than in the case of unpurchasing the goods. Contrary to ourexpectation, TELEGRAPH has the best attitude in personality, one of the factors.2. In the image positioning map between the manufacturer and the consumer, the consumer had thesame perception about the manufacturer. However, there is a gap on the degree of agreement forpositioning map. In the case of purchasing the goods, the result of the research represents that theconsumers are similar to the manufacturer in perception of the image positioning.3. In the results of forming attitudes and recognizing brand by the consumer, there is a difference inbrand positioning. The display and the shop appearance are very important means of attractionsvery to the consumers but salesmens service or direct mail (DM) do not appeal to the consumer.